Emotional Marketing… Have you heard of love from the first click ?!

Emotional Marketing

World-renowned marketing expert Tom Fishburne says:
«The best marketing is what does not seem to be marketing»...

Do you feel marketing when you see an effective ad that drives your emotions? Do you feel like shopping when you read a really positive customer review about a product or service?

We, humans, believe that we are rational and logical creatures. However, the truth is that as human beings we are slaves of emotions. Everything we do depends on emotion, where emotional connections occur because we are human beings.

Slaves of feelings

While scientists often boast about the complexity of the human brain, the truth is that most of our emotions stem from a handful of basic emotions. The way we perceive happiness, sadness, fear, and anger determine how we make some of our more complex decisions.

No matter how much you want to think of yourself as a rational and logical person, even if you don't notice that your feelings and emotions are the ones in the driving seat of your life, you will find those small decisions like: “What to eat today, or what kind of movie you want to watch On Netflix, what outfit do you want to wear today ”they can all be affected by the way you feel.

The truth is that most of your decisions are made based on (how you feel and your emotions) at the time .. Psychologists have found that humans think again and feel first. When they experience sensory information, the emotional part of the brain can process information in one-fifth of the time it takes for the cognitive part.

Despite the significant advances we have made in science and technology, human emotions (especially our unconsciousness) will always be the core of our foundation. Marketing by attracting initial and genuine human emotions is essential and smart and pays off for brand owners.

In fact, feelings and emotions play a role not only in our subconscious but also in shaping our conscious thoughts about corporate brands, products, and services.

Why should we as marketers focus on feelings?

Feelings also affect brand loyalty, and according to the Tempkin Group, in a 2016 study, they found that when individuals have a positive emotional attachment to a particular brand, they are 8.4 times more likely to trust the company and its brands and are 7.1 times more likely to buy And they are 6.6 times more likely to forgive the company’s fault.

Nielsen released a study in 2016 that revealed ads with above-average emotional responses from consumers caused sales to increase by 23%. The Harvard Business Review also mentioned that a positive emotional bond with a company is more important to consumers than customer satisfaction, and here the concept of “emotional marketing” emerged.

"Emotional Marketing" is simply the ability to communicate powerfully through the use of various emotional techniques. Emotional Marketing strategy developers can focus on various issues to convey an emotional marketing message.

As consumers make purchasing decisions increasingly motivated by feelings and emotions rather than logic, emotional marketing creates meaningful relationships between the brand and consumers.

This relationship leads to the emergence of a brand's fans and the building of a base from them, to replace the "Loyalty Marketing" approach that prevailed in past years. Emotional Marketing tells the story of how audiences relate to brands in a personal and human way.

And since consumers tend to choose brands based on emotions rather than logic, the better the emotional intelligence of a brand, the better for the ROI.

Emotional Marketing, if done right, helps marketers and brand owners distinguish and compete in this challenging and changing environment, and optimally conveys brand values, interests, and passions, bringing passion and focus to a corporate entity, and transforms extraordinary consumers from loyal to Lovers of brands.

The emergence and spread of modern channels, platforms, and means of communication guarantee consumers greater access to brand stories, and marketers have more ways to convey brand identity and vision, making emotional marketing simpler.

The power of feelings in emotional marketing

In addition, online emotional marketing strategies help companies build their brands, and brands, marketing, and advertising companies can act with the power of feelings; To develop stronger connections between companies and their customers to make an impact on the brand's audience. However, if you want to have the right impact on your audience, you will need to make sure that your campaign feels confident and honest.

For example, in the world of Internet marketing, we find that:

Happiness = More shares
Happiness may compel us to share our experiences with our friends and loved ones .. When it comes to understanding the emotional appeal of marketing, scientists have found that positive emotions are more likely to persuade us to share with our friends the story of the brand in a commercial or commercial article, and re-share and tweet it, more than negative feelings. This means that marketers have a great opportunity to improve their brand’s reach simply by highlighting positive news or using words that attract the “happy” part of the brain through the brand’s social media pages.

Sadness = More clicks
Sadness has an undeniable intrigue .. Search results show that words with negative connotations generally lead to a higher click rate. In fact, an external study found that words of negative superiority such as "worst" work 30% more than headline without excellence when it comes to grabbing attention. What's more, words of positive preferences such as “better” were significantly less attractive. Negative words achieved a 63% higher click rate compared to their positive counterparts.

Finally, remember that the emotional relationship with consumers is the secret of a strong marketing strategy, the big financial gains for brands, and turning customers into friends and lovers of them.

Source of translation: Arageek

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